Inbound Marketing University

Thank you Scott and Adrian for your advice.  I got a little panicky when I saw sales drop, so I was ready to pull this page down. Thank you for reminding me that I need to test different pages - I am going to get to work on it now. 

Thanks again for your help!

Allison

 Hi Allison,

Looking at the total number of sales is important but there are certainly other factors. One main factor being your conversion rate (# successes / # visitors). If you conversion rate is the same or similar (comparing the three offer page vs. the four offer page) then you may only be looking at a dip in traffic. If you're conversion rate has dropped then you may have created some extra friction on your landing page.

That being said, testing is always the best way to handle optimization. You could ask 10 different people and you'll most likely receive 10 different answers on what messages/structure to use for your products on your landing page. So if you have the capabilities, try creating multiple landing (buy) pages and test to see which one converts better over a period of time. A great tool to help with this is Google's Website Optimizer. I also see that your site is powered by HubSpot, so you'll certainly have the capabilities to create and track your landing pages via the HubSpot software (specifically your conversion rate).

You'll also find this IMU class/webinar very helpful and relevant - CV101: Calls to Action and Landing Page Best Practices (by Jeanne Hopkins, MECLABS, Marketing Experiments). This class provides some solid landing page optimization examples and touches on something called the "Conversion Sequence", which is:

C = 4m + 3v + 2(i-f) - 2a

where:

C = the possibility of conversion
m = the motivation of the user coming in
v = the clarity of the offer or value proposition (so what are you offering and how are you standing out?)
i = the incentive to take action
f = the friction elements in the process (i.e. too many options)
a = any anxiety about entering or providing information (or other trust factors)

To maximize conversion you'll want to examine each of your landing pages against all elements in the above sequence. For example: Does the incentive outweigh the "friction" elements on the page?

One rule that I always try and follow is simplification. One way to implement this would be to test a page that does not have multiple "Add to Cart" buttons. Try having your 3-4 options as radio buttons (i.e. option buttons) with only ONE "Add to Cart" button. This could help reduce potential anxiety and friction that the visitor may have (especially when adding new products).

Best of luck with your optimization!
Scott Wormington